Retailers banking on gift cards

I always figured retailers would be happy when shoppers forgot to use the gift cards they received.

After all, that's money in the pocket for Wal-Mart, Target and all the other businesses that offer these pieces of plastic. It sounds good in theory. But with the economy being so tight, big players and and small ones alike would rather have you come in and redeem the cards, according to Al Frank, a retail analyst with DeLoitte & Touche.

"This whole holiday season has been about driving traffic into the stores and moving merchandise off the shelves -- even if you lose some money on the merchandise," he said.

Well, that's a dynamic I'd never considered.

It's a little sad, but I guess times are so lean that retailers are willing to take a loss on the cards in hopes that shoppers ultimately spend more money. In many cases, it probably works.

But with companies like Circuit City, KB Toys, Linens 'n Things and Mervyns already filing for bankruptcy protection ...I hope it works fast.